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NCL Tests Revolutionary New A'La Carte Charge

December 16, 2003
In what represents a new evolution in the cruise industry's ongoing embrace of onboard a'la carte pricing, NCL is testing a pay-for-entertainment program aboard Norwegian Dawn.

On cruises on Norwegian Dawn this month, the "New York Celebrity Showcase," unique to this Big Apple-based ship, features the comedy of Good Times' Jimmie "JJ" Walker -- and there is a $10 admission fee.

NCL reports that about 10 percent of passengers have ante'd up to see the performance. The company stresses that this is a test program -- and that, being unique to the ship and not replacing any of NCL's standard (and no-charge) entertainment options, it is simply an extra alternative.

This is not the first time NCL has pioneered a revolutionary approach to onboard pricing; that cruise line, in 1988 on Seaward, was the first to offer the concept of alternative dining, for an added charge, while retaining the traditional no-fee mainstream dining rooms.

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